STRATEGIC BRAND MANAGEMENT

-PROF SUDEEP CHATTERJEE

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BRAND AUDIT
It is a comprehensive examination of a brand, involving activities to assess the health of a brand, uncover its sources of equity, and suggest ways to improve and leverage that equity. A brand audit requires understanding sources of brand equity from the perspective of both the firm and the consumer.

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Brand Architecture Research Uncovers Brand Alignment For mergers and Acquisitions Brand architecture research should be conducted on brands to identify the key elements Who is the key audience or target market for each brand? What is the market position of each brand? What is the brand known for? What are the strengths, weaknesses, opportunities and threats for each brand?
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BRAND ARCHITECURE

BRAND ARCHITECURE
Plan To Merge Brands Mergers and acquisitions should include a considered plan for combining (or not) the brands in question. This consideration can avoid the embarrassing situation of simply mashing two brands together (often referred to as a train wreck) and diluting the value of both. Conducting a brand audit as part of your due diligence will give you valuable information for valuing the business and for capitalizing on the real synergies that exist.
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Brand Architecture Specifies Brand Equity Brand architecture is a system of brands, names and symbols that Defines the relationship between a companys brands, Rationalizes the brand portfolio, and Describes how equity flows between and among a companys brands. Brand architecture helps you communicate your brand to specific target segments. As David Aaker says in Brand Leadership, Brand architecture organizes and structures the brand portfolio by specifying brand roles and the nature of relationship between brands.
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BRAND ARCHITECURE

BRAND ARCHITECURE
Building Effective Brand Architecture Understanding and being able to communicate your brand architecture is a tool that will help you manage your products and brands more effectively. Branding research helps you create the optimal brand architecture by helping you understand your target segments perceptions about your master brand, your sub-brands and your endorsed brands and how they fit together in the marketplace. A brand audit is a great starting place for building the understanding that will lead you to an effective and efficient brand architecture.
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Interbrands Brand Valuation methodology

Interbrand a premier brand valuation firm developed a brand valuation methodology with the goal of incorporating marketing, financial, and legal aspects. According to Interbrand, brand valuation is based on an assessment of what the value is today of the earnings or cash flow that the brand can expect in the future. To calculate brand value the methodology is Identify true brand earnings & cash flow Capitalise earnings
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Interbrands Brand Valuation methodology

Further it involves two issues Brand Earnings (Profitability) Brand Strength (An indepth assessment of seven Factors) Leadership (Market share, Awareness, Positioning, Competitive profile) Stability (Longivity, Coherence, Consistency, Brand Identity, Risks) Market (What is the market, size, Nature, Barriers to entry, Market dynamics)
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Interbrands Brand Valuation methodology

Geographic spread (International positioning, Relative market share, Ambition, Prestige, Market expansion) Trend (Competitive action, Long term market share performance, Projected brand performance, sensibility of brand plans) Support (consistency of message and spending, above and below line activity, Brand franchise) Protection (Trade mark registration, litigation & disputes and Law)
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Young & Rubicams BAV

BAV is Brand Asset Valuator, is the worlds largest database of consumer driven information on brands. BAV measures brands on four fundamental Measures of equity value & in terms of a broad array of perceptual dimensions. The four key components of brand health in BAV relate to the different aspects of consumers brand perceptions and help in a brands development. Differentiation-Measures the degree to which a brand is seen as different from others. This is a necessary condition for profitable brand building.
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Young & Rubicams BAV

Relevance-Measures the breadth of a brands appeal, but not necessarily its profitability Esteem-Measures how well the brand is regarded & respected Knowledge-Measures how familiar & intimate the consumers are with brand Differentiation & Relevance combine to determine the brand strength (brands future value) Esteem & Knowledge combine to create brand stature (brands past performance)

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Young & Rubicams -PowerGrid

Y&R integrated the two macrodimensions of brand strength and brand stature into a visual analytical Device known as Power Grid. It depicts the stages in the cycle of brand development, each with its characteristic pillar patterns- in successive quadrants

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Brand Valuation Methods

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BAV model InterBrand Brand Value chain CBBE model Brand Architecture Global Branding strategy BDI-CDI matrix Brand Extension strategy
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Important syllabus